Amtrak, Employee Spotlight
Care and connection define this Amtrak employee spotlight video, centered on LaShawnda Jones, a sleeping car attendant aboard the Empire Builder. Filmed in Portland, Oregon, the piece shows how Amtrak’s brand comes to life through the people who shape each journey. In particular, it highlights how pride, consistency, and personality influence the passenger experience.
Rather than focusing on trains or destinations, the film turns its attention to what riders feel once they step on board. For LaShawnda, creating a safe and welcoming environment is part of her everyday work. As a result, small gestures matter. Checking in. Decorating her car. Sharing a smile. Together, these moments become meaningful touchpoints that define the brand.
Expressing Brand Values Through Human Stories
From there, the story follows LaShawnda as she reflects on her role. One of her long-standing traditions is decorating her sleeping car with monthly themes. She has done this for more than a decade. Each detail is intentional. Each choice reflects care, consistency, and attention.
Throughout the film, LaShawnda shares what motivates her. Seeing travelers relax and leave refreshed brings her pride. In turn, her story shows how trust is built over time. Not through messaging alone, but through people who genuinely care about the experience they create.
A Brand Film Rooted in Real Experience
From a creative standpoint, our team approached the project with a documentary lens. We allowed LaShawnda’s voice and presence to guide the narrative. Along the way, we led production and post-production with a focus on authenticity and pacing. We avoided spectacle. Instead, we stayed grounded in real moments.
Ultimately, this Amtrak employee spotlight video demonstrates how brand identity takes shape through everyday interactions. It shows how service, consistency, and care turn a journey into something memorable. More broadly, it reflects the idea that brand storytelling often lives in people, not products.
This project is part of our broader Brand & Product Video Production work and our collaborations with organizations that understand their brand is only as strong as the people who represent it.
Client: Amtrak
Project: Employee Spotlight — LaShawnda Jones
Industry: Transportation / Public Sector
Location: Portland, Oregon, USA
Services: Documentary-Style Video, Employee Storytelling, Production, Post-Production
